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Why do some ads grab your attention while others make you lose interest almost instantly? It isn’t always because the product is bad or the offer is weak. Sometimes the problem is much simpler, but it’s also something many entrepreneurs and copywriters never notice. In this copywriting hot seat, John Carlton shares a different way
In an excerpt from the Action Seminar, Mike Koenigs describes how to succeed in business by helping other successful businesses. His comments: Here’s the next tip. I call it standing on the shoulders of giants. In a way, that is what Vivian did. She associated her name with other big people. You do have to
Some copy grabs attention and makes people want to buy. Other copy gets ignored, even when the product is great. The difference often comes down to one simple idea that many beginning copywriters miss. In this clip from a copywriting hot seat, John Carlton shares a lesson that can change the way you look at
John Carlton explains why knowing ‘the company line’ is not enough to market a product successfully. You have to dig down to the real reasons people buy. His comments: In the detective work you do, you must get past the company line. As a freelancer, I know that the company line is the guy who
John Carlton explains how high-paid professional copywriters compete to have the “winning” ad for large clients. John’s comments: Dave asked a question earlier, and, just to clarify, he asked what a control was. It’s a question that could easily get left by the wayside. The big mailers like Rodale never mail just one piece. They
Most entrepreneurs think they need better tools, better systems, better software, or more training before they can really succeed. But after decades of coaching entrepreneurs and watching top performers work, John Carlton noticed something surprising: the pros usually keep things simple. It’s often the beginners who pile up gadgets, tricks, and complicated strategies while getting
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